From a marketing and advertising perspective, SaaS companies face unique obstacles compared to other industries. Because the sales cycle is long, making multiple touchpoints are necessary for closing deals. Also, keeping your company in customers’ minds is not easy.
All companies will love staying on the top of search results to ensure that they are visible to customers through every sales cycle stage. Unfortunately, change is constant even in search, and staying on top of search results is difficult.
Fortunately, Google AdWords and other PPC platforms help software providers stay in front of the most relevant eyes. Although there are some tips for choosing a partner for your marketing: https://getuplead.com/saas-guide/saas-marketing-agency/ppc-agency/ , Let’s discusses today about the last actionable and practical advices to revolutionize your PPC for SaaS efforts.
Tip #1 – Carefully Optimizing Your Landing Pages
When paying for clicks, your landing page should be hyper-relevant to a user, speaking to their intent immediately. Having your lead bounce instantly from your landing page because it is below expectations or doesn’t fit their search’s purposes is the worst thing to happen in the PPC for the SaaS world.
When developing landing pages for your PPC ads, you should pull out all stops. Every element on the page should lead a user to answer your call to action – filling out a form or downloading a white paper.
An incredibly effective tool at this step of a customer’s journey is the chatbot. Chatbots reduce bounces and encourage leads to have a conversation about their needs, helping you discover their pain points and usher them through the sales cycle.
Tip #2 – Inspiring Trust from The Outset
Try putting yourself in the shoes of someone finding a SaaS provider like yourself through a search engine. The chances of them having preexisting knowledge about your company, knowing what you do, or how you can help them is minimal. Since these visitors don’t know you, why should they trust that you have what they need?
Showcasing your credibility and inspiring truth the moment a user ends up on your landing page is the best way to overcome this hurdle. If you’ve worked with showpiece clients before, playing up your relationship at this time is ideal. If a company permits you to disclose your relationship, you can place them and logos of publications you’ve appeared on the page.
You can also inspire trust by sharing case studies as proof of concept. Creating case studies highlighting successful relationships with significant customers and clearly showing how the brands benefitted from their partnership with your software.
Tip #3 – Releasing Your Content
Gating off premium content and requiring buy-in from leads has been best practice in previous years. After all, after spending countless hours creating informative and insightful content, the least any potential lead can do is share contact information.
This problem with this approach is that it creates friction between you and your lead. This friction is enough to steer a potential lead’s focus to one of your competitors in competitive verticals. Also, it increases bounces from your landing page.
Although nobody likes dealing with bounces, organic traffic doesn’t cost you anything if the potential lead bounces from your site. However, bounces from PPC ads cost you money. In competitive verticals, the costs add up quickly and blow your ad budget.
Tip #4 – Letting Your Leads Inform Your Ad Copy
When having product demos with your prospective clients, spending a reasonable amount of time understanding what they do and what makes their business tick is crucial. In addition, paying attention to each prospect’s wants, fears, aspirations, and frustrations are ideal.
Although your prospects’ responses to these questions help you sell better while addressing their needs, this approach is an excellent way to inform future ad copy. Furthermore, you’ll most likely notice that for their businesses, prospects have similar concerns and goals. Also, when creating ad copy, using your prospect’s fears, wants, frustrations or aspirations concerning their business is another angle you can use.
Tip #5 – Focusing on Long-tail Keywords
When you focus your bidding strategy on long-tail keywords, it is effective in helping you generate better leads and provide affordable, highly qualified clicks. Therefore, long-tail keywords are the lifeblood of successful PPC campaigns since SaaS PPC costs more because of a customer’s lifetime value.
User searches with long-tail keywords often address their intent. For instance, let’s say two users are looking to purchase new baseball bats; one searches for “Easton ADV 360 BBCOR baseball bat” while the other searches for “baseball bat.” Which of the two users do you think is farther in the sales cycle?
Long-tail keywords help in finding hidden gems with low CPCs. These keywords are a cheap opportunity for getting qualified leads, which is highly beneficial when protecting your budget and keeping your acquisition costs as low as possible.
Conclusion
There are several ways of optimizing your advertising and driving more leads for PPC for SaaS companies. You can either maintain your advertising in-house or partner with a SaaS marketing agency. Either way, paid search advertising is one of the most effective ways software providers can drive engagement and new business
